All about Italy and Nearly Three Decades of Promoting Made in Italy in New York
From June 12 to 21, New York will once again raise a glass to Italy with a new edition of Italian Aperitif Week, the event created and organized by All about Italy. What began as a celebration of one of the most iconic rituals of Italian lifestyle has evolved into an international platform capable of bringing together consumers, companies, institutions, territories, and hospitality professionals.
To understand the significance of this initiative, it is necessary to go back to 1997, the year All about Italy was founded. At a time when Made in Italy in the United States was largely associated with major fashion brands, the magazine was launched with a broader vision: to tell the story of Italy through its culture, food, tourism, territories, and lifestyle, creating a platform dedicated to promoting Italian excellence to an international audience.
It was in New York, alongside the publication of the magazine, that some of the first promotional initiatives dedicated to authentic Italian food culture were developed. Those pioneering years were marked by collaborations with brands that have since become icons of Made in Italy, including Baci Perugina, Amaro Averna, Buitoni, San Pellegrino, Bertolli, Bialetti, Rovagnati, Bauli, and Loacker. Through tastings, restaurant events throughout Manhattan, and innovative marketing initiatives, All about Italy helped introduce new ways of promoting Italian food and beverage culture in the United States.
One of those early initiatives also led to the beginning of a collaboration with Lidia Bastianich and her renowned restaurant Felidia, at the very start of her American television career. Since then, All about Italy has continued to evolve, often anticipating trends that would later become industry standards, including culinary competitions, journalist juries, digital activations, interactive recipe books, social media campaigns, and experiential events.
Today, Italian Aperitif Week represents the natural evolution of that journey. It is a project that continues to promote the very best of Italy through one of the most recognizable symbols of Italian culture: the aperitivo.
The 2026 edition features The Consorzio di Tutela Prosecco DOC as the event’s main partner. Prosecco will take center stage throughout the week, as ten selected venues across Manhattan and Brooklyn present original cocktails created specifically for the occasion, offering guests the opportunity to discover new interpretations of the Italian aperitif tradition.
Alongside The Consorzio di Tutela Prosecco DOC, some of Italy’s leading beverage brands will participate in the initiative, including Mionetto, Valdo, Villa Sandi, Masottina, Montelvini, Riondo, Torresella, Pizzolato, Avissi, Jeio, Brilla!, and La Gioiosa. Their presence reflects the growing interest of Italian companies in projects capable of promoting Made in Italy through authentic experiences and direct engagement with international audiences.
The event is also supported by Regione Toscana, Toscana Promozione Turistica, Vetrina Toscana, the Municipality of Genoa, the Genoa Chamber of Commerce, and Genova Gourmet Bartender. Together, these partners contribute to a broader narrative that goes beyond food and beverage, showcasing Italian culture, tourism, traditions, and regional identities.
The format retains the elements that have made it successful over the years. Each participating venue will present an original Prosecco DOC cocktail, supported by editorial content, photography, video storytelling, and social media activities across All about Italy’s channels and the event’s official platforms.
Audience engagement remains a key component of the initiative. Two contests will accompany the event: the first will allow bartenders to compete for the title of Best Cocktail of Italian Aperitif Week 2026 through an online vote, while the second will give consumers the chance to win a trip to Italy by registering through a QR code available at participating venues.
Nearly thirty years after its founding, All about Italy continues to pursue the mission that inspired its creation: building meaningful connections between Italy and international audiences while promoting the excellence of our country through experiences, relationships, and projects that generate lasting value.
Italian Aperitif Week 2026 represents one of the most significant chapters of this story—a project born in New York and grown alongside the city that first embraced the strength, creativity, and uniqueness of Made in Italy.
To discover the cocktails in competition, explore the participating venues, and view the complete event program, visit the official Italian Aperitif Week website and follow All about Italy across its digital channels:
Instagram: @allaboutitaly_mag
Facebook: @allaboutitaly
